Understanding the process by which new ideas, products and services are picked up, communicated and adopted is key to the success of developing both new and old products. In each case, Early Adopters are the group to watch closely but how can they be identified. Are there common denominators which define this group both nationally and internationally?
The market research industry in Japan is the fourth largest worldwide and accounts for 8% of global research turnover. Three of the world's largest research companies are headquartered in Tokyo but unlike the other global giants, less than 2% of their revenues is derived from outside the home country.
The 2001 ESOMAR Congress in Rome involved no easy assumptions. Indeed there was a possibility, in the light of the unprecedented and tragic events of September 11, that the Congress would not take place. Making reference to the situation in his opening address John Kelly, President of the Society, spoke of "the resolve of ESOMAR s leaders not to bow to attempts to impede the rights and ability of its members, customers and friends, to meet people and to exchange ideas". Thus it was that the Congress went ahead, but in a changed world - one in which the 'Marketing Transformation' we had gathered to discuss and debate was, for once, overshadowed by a more profound transformation, the eventual outcome of which is as unclear as that of any marketing evolution.
If Corporate Communications firms are to survive in the network economy they must offer their clients solutions for communications strategy. They must also create stories and experiences for the clients of their clients, integrated in a creative business strategy. Firms must rise to the challenge of Human Talent and develop entrepreneurs and attract and retain talented employees, or, as summarised by one CEO: "I have only two priorities: One for Human Talent and one for Corporate Communications with Creative Business Ideas."
The Asian economic crisis is over, some say, or is the worst yet to come? The storm is still raging but market research in the Asian Pacific is doing fine.The industry is able to recover faster than other industries and even in the less developed countries, market research means business. And there is a bright future, according to John Smurthwaite, who reports to Research World from the heart of Asia.
The Reader's Digest Association Inc is a global leader in publishing and direct marketing, whose object is to create and deliver products that inform, enrich, entertain and inspire people of all ages and cultures. The Company's flagship magazine, Reader's Digest, is published in 48 editions and 19 languages and reaches almost 100 million readers around the works each month. Marion Jobson, Market Research Manager, based in the company's London offices, talks to Phyllis Vangelder about the way market research is structured in the company and how it is used to help strategic and tactical decision-making.
European market research companies are well regarded by the investment community, following the successful flotations of several of the largest including GfK, IPSOS and TNS, but it will become increasingly difficult for smaller companies to follow their lead.
Growth of the US market for market/media/public opinion research continued to slow for the third consecutive year as determined by the US market research newsletter. Inside Research. Year 2000 growth was 9.0% over 1999, reaching US$ 5.9 billion. The US represents the largest single research market worldwide.
Market research turnover in Latin America totalled US$639 million in 1999 and is set to grow. Here follows an overview of the main factors affecting the industry.
Fifty leaders of the marketing research industry have initiated a network of research users and providers from around the world. On 15 and 16 January 2001, research industry leadership gathered for the first time in Geneva, Switzerland. The Research Leadership Summit (RELEAS), organised by ARF and ESOMAR, is envisaged as a three-year process with annual meetings and continued action and feedback in between. The emphasis is on identifying and addressing the challenges and opportunities facing the research industry.
The market research business continues to display healthy growth rates, worldwide. After a short period of crisis, business in Asia Pacific in on the increase, as seen at the recent ESOMAR regional conference, held in Bangkok. It is expected that the industry research turnover will double over the next five years, provided enough qualified staff can be attracted, trained and retained. There are clear signs, however, that over the years to come, we are unlikely to witness much of a 'business as usual' scenario.